Elbert Hubbard II

Elbert Hubbard II (1880–1930), known as Bert Hubbard, was an American businessman and publisher who inherited and continued the artistic and publishing legacy of his father, Elbert Hubbard. Following his father's death in 1915, Hubbard II took charge of the Roycroft enterprise and worked to maintain its reputation for producing high-quality, beautifully crafted books and artistic works. Operating during the early 20th century, he faced the challenge of sustaining an arts-focused publishing business amid changing economic conditions and the rise of mass production. Despite these challenges, Hubbard II remained committed to the principles of craftsmanship and aesthetic excellence that defined the Roycroft legacy. He worked to preserve his father's vision while adapting to contemporary market demands. His efforts to maintain the Roycroft community and its publications represented a commitment to the Arts and Crafts movement's ideals well into the twentieth century. Though his tenure was shorter than his father's due to his own early death, Hubbard II's work ensured that the Roycroft's contributions to American publishing and design continued to be recognized and appreciated. His life demonstrates the challenges of preserving artistic institutions across generational transitions.